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What kind of operational changes did Amazon make over the last 10 years as they responded to market factors (company growth, company contraction)? What were

What kind of operational changes did Amazon make over the last 10 years as they responded to market factors (company growth, company contraction)?

What were the implications of these operational changes to their brand? positive, negative or a bit of both?If they did not make any operational changes, why do you think this was the case?

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